SHAILESH PANDEY

EVP and Head (Strat­egy & Mar­ket­ing), Fino Pay­ments Bank

Impact - - FEATURE -

On tech­nol­ogy and me­dia plan: Mar­ket­ing has evolved over the years. The way a mar­ket­ing head thinks and op­er­ates to­day is quite dif­fer­ent from even a decade ago. At the crux of this change is tech­nol­ogy and un­der­stand­ing its im­pact on con­sumer be­hav­iour is in­te­gral to any mar­ket­ing plan. Pre­cisely for this rea­son, along with tra­di­tional plat­forms, dig­i­tal mar­ket­ing has to be part of any me­dia plan. While dig­i­tal mar­ket­ing has emerged as a strong en­gine for cus­tomer tri­als and ac­qui­si­tions, an­a­lyt­ics, on the other hand, is help­ing in tar­geted mar­ket­ing of spe­cific so­lu­tions. An­a­lyt­ics helps mar­ket­ing get more per­son­al­ized rather than rely only on mass me­dia for brand build­ing. On data & mar­ket­ing eco-sys­tem: Loads of data can some­times con­fuse mar­ket­ing teams but by us­ing ap­pro­pri­ate an­a­lyt­i­cal tools, it’s the most pow­er­ful way to un­der­stand con­sumer be­hav­iour and trends. Data helps to lift the veil and make the cam­paign more re­al­is­tic. The way for­ward is to adapt to this tech­no­log­i­cal change to gather con­sumer in­sights, thereby help sharpen the mar­ket­ing plan. The mar­ket­ing ecosys­tem can adapt to this change by in­cor­po­rat­ing emerg­ing trends into the or­ga­ni­za­tional cul­ture and bring the power of tech­nol­ogy into reg­u­lar op­er­a­tions in­volv­ing ev­ery de­part­ment.

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